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TRIMONA YOGURT

Presented by

Public Relations Proposal

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TABLE OF CONTENTSABOUT SPARK...SITUATION ANALYSIS...EXECUTIVE SUMMARY...COMPETITOR ANALYSIS...SWOT...RESEARCH...OBJECTIVES...AUDIENCE...STRATEGIES...TACTICS...BUDGET...EVALUATION...APPENDICES..

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ABOUT THE AGENCY

Spark PR, based out of Ithaca, New York is a group of skilled, experienced PR professionals dedicated to increasing brand awareness and B2C relationships for brands nationwide. While all attending the Ithaca College Park School of Commu-nications, we are all able to be innovative, creative thinkers. We pride ourselves on our detail-oriented work ethic from beginning to end. We are truly dedicated to the success of our clients, and are extremely appreciative of the opportunity we

have to work with Trimona.

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MEET THE TEAM

Emily Ackel is a junior Business Administration major with a concentration in International Business. She has taken French classes since she was in seventh grade, and would like her career to incorporate traveling in some way. She also has a minor in Integrated Marketing Communications. She spent the spring of her sophomore year in London, United Kingdom. This experience was extremely enjoyable and helped her realize that she wants to work in the in-ternational market in the future. Emily is an active member of the Ballroom Dance club, Women in Communications and American Marketing Association, in which she is a part of the Professional Development team which helps plan career development programs for students. Emily has been an intern for AmpRidge since 2012 as a marketing assistant. She helps manage many of the social media sites such as Twitter, Facebook, and YouTube as well.

Her favorite way to eat Trimona yogurt is with honey and berries mixed in. She would really enjoy trying

Trimona’s Quinoa Pancakes recipe.

Madison Barao is a junior at Ithaca College. Currently pursing a degree in Business Ad-ministration, she has a double concentra-tion in Marketing and Management with a minor in Integrated Marketing Communica-tions. Madison is also Tour Guide at Ithaca College and works as one of the Office of Admission Assistants. She is also the current president of IC Unbound, Ithaca College’s largest dance company. During the spring of 2014 Madison spent the semester abroad in London and had a marketing Internship at Love Home Swap, an international vacation home swapping company. Madison’s favor-ite way to eat Trimona is with some honey

and strawberries.

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MEET THE TEAM

Olivia Berrigan is a Junior Integrated Marketing Com-munications and Theatre Studies double major at Ithaca College. As current Vice President of Profes-sional Development for Ithaca College chapter of the American Marketing Association, she just wrapped up planning their annual Etiquette Dinner. Olivia is also the Artistic Director of IC Players, the premiere student-run theatre group on campus. Olivia’s fa-vorite part about being an Ithaca College student is having the opportunity to do what she loves every day through her job in the Campus Center and Event Services office as an Event & Marketing Coordinator. In the future she would like to carry out her dream of being a professional event planner. Olivia’s fa-vorite ingredient to add in her yogurt is granola and

she would be delighted to try Trimona’s Poached Eggs recipe.

Marissa Hermann is a Communications Man-agement and Design senior with a minor in International Business and a concentration in Corporate Communication. She is from the town of Saratoga Springs in Upstate New York. Last spring, Marissa lived in London and interned for OrientaEuro as a Business Development In-tern. This past summer, she lived in Boston, MA and worked at Shriners Hospital for Children as a Marketing/ PR Assistant. She is currently a member of the 2015 senior class cabinet and is a Marketing Assistant at Albany Financial Group. She enjoys blending strategic thinking and cre-ativity to successfully increase brand awareness and publicity. Her favorite yogurt dish is cold

yogurt soup!

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MEET THE TEAM

McKenna Petri is a sophomore Integrated Marketing Communications major with a sport studies minor at Itha-ca College. On campus, she serves as the secretary and fundraising chair of Ithaca College Cheerleading. She also works as a part of the operations staff for IC’s Campus Center Event Services. She spent the past summer work-ing with the New Hampshire Fisher Cats Minor League Baseball team as an intern. Her favorite part of the intern-ship was working with media relations during office hours and games as well as running on-field promotions during games. This year, she joined Varsity All-Star’s camp ad-ministration staff to work cheerleading and dance com-petitions around the nation and camps over the summer. Living with a gluten-reduced diet, she enjoys fruit with her favorite yogurt and would love to try the Quinoa

Crepe Trimona yogurt recipe.

Samantha Klie is a senior English major at Ithaca College pursuing minors in both Integrated Marketing Communi-cations and Writing. Samantha is a captain on the varsity women’s basketball team on campus, recently breaking a school record this past season as their team advanced to the Elite Eight game of the National Tournament for the first time in school history. Samantha is also a writing tu-tor at the college and a member of Sigma Tau Delta, the English Honors Society. After graduation Samantha plans to move to South Carolina to teach High School English, as she was recently accepted into the 2015 Teach For America Corps. Samantha is very excited to work with Trimona Yogurt as she is a huge fan of healthy foods and

loves to try out new recipes!

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CONTACT INFORMATION

EMILY ACKEL > EACKEL1@ITHACA.EDU

MADISON BARAO > MBARAO1@ITHACA.EDU

OLIVIA BERRIGAN > OBERRIG1@ITHACA.EDU

MARISSA HERMANN > MHERMAN1@ITHACA.EDU

SAMANTHA KLIE > SKLIE1@ITHACA.EDU

MCKENNA PETRI > MPETRI1@ITHACA.EDU

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SITUATION ANALYSISTrimona Yogurt is the premiere product of Trimona Foods, Inc., a company founded by Bulgarian native, Atanas Valev. The entire company prides themselves on the ingredients present in the yogurt itself. Made in a certified organic farm-house in New York state, the yogurt is certainly one of a kind. All of the yogurt’s milk comes from grass fed cows that have never been treated with any sort of artificial antibiotics, hormones, or enhancers such as milk powders or starch thickeners. It is Trimona Foods Inc.’s belief that their Trimona yogurt is unique in its completely live-culture strains as well as whole milk from healthy cows. Free from any sort of preservatives, the perfect balance of tartness, lightness, freshness, and aroma are what make this product so unique. Currently, the product has a much larger presence on the East coast. It is available in 300 stores across the US in areas such as Chicago, New York, New Jersey, Connecticut, and various others. The brand is fairly new to the market, so it is in the process of expanding its reach to across the US to other cities and establishing a larger market out West. Over the past few months, Trimona Yogurt has gotten quite a bit of publicity. One of its biggest accomplishments thus far was earning a finalist spot in the Martha Stewart American Made competition for 2014. In addition, they’ve had ar-ticles published in various industry-related blogs, magazines, and newspapers such as Dairy Foods, Food Navigator-usa.com, and Foodandwine.com. In fact, in a recent article, Foodandwine.com even developed the phrase “Move over, Greek yogurt, Bulgarian yogurt is on the rise.” This was in reference to its uniquely tangy, creamy taste that its creator, Valev, takes such pride in. With countless recipes offered on its website which incoporate the yogurt, it is no surprise that the company has been hard at work to create brand awareness and expose the product to various markets. Their main goal is for Trimona Yogurt to be used as a cooking ingredient. They recently took part in a demo located at Whole Foods- Columbus Circle, Manhattan on April 4th, they were featured in a book by Kathie Swift as the “good brand of the week,” and they’ve held a numer of sampling events in various locations from Connecticut to New York where attendees were also given the chance to meet Mr. Valev. At this point, we as PR firm see an enormous amount of potential and growth the Timona Yogurt’s future. It is our mission to increase its brand awareness, especially outside of the North East, revamp the website and social media platforms, and offer them a number of publicity tactics that will only serve to better their profits and increase the suc-

cess of the product.

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EXECUTIVE SUMMARYSpark PR is thrilled to be able to work with Trimona Yogurt, a one-of-a-kind product straight from the heart of Bulgaria. Atanas Valev, the company’s creator, is truly passionate about Trimona Yogurt, with a vision to show the world the true value of yogurt, an integral part of Bulgarian culture. The story of Trimona Yogurt is a Cin-darella Story, as Valev spent countless hours making yogurt in his kitchen. When he created the first batch of Trimona, he knew he had discovered something special.

Trimona Yogurt is made with whole milk from grass fed cows in a certified organic farmhouse right here in New York State. Spark PR’s main goal working with Trimona Yogurt is to educate the world on the incredibly unique benefits of the product, which stems from the healthful process of producing it. To do so, we aim to generate buzz about Trimona Yogurt throughout the country. Ultimately, we want to make Trimona the first choice for health conscious consumers.

Our proposal offers many solutions to the challenges of brand expansion, including getting consumers to hear about the product, to try it, and ultimately to fall in love with it. We’re primarily targeting all health-conscious consumers, as we believe any individual who takes pride in their health would be thrilled to learn about the qualities of Trimona Yogurt. We believe that this product would resonate specifically with young mothers and athletes across the country. In order to do so, we must reach audiences nationwide, which is why another one of our goals is to expand Trimona Yogurt to the West Coast, increasing sales locations, and ultimately increas-ing revenue.

We would like to thank Atanas Valev for giving us the opportunity to develop a public relations proposal for Trimona Yogurt, and for answering all of our questions along the way. We deeply appreciate all the feedback you have given us - without which this proposal would not have been possible. Spark PR is also incredibly grateful for your presence attending our presentation for this campaign.

Sincerely,Spark PR

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Greek Gods is a competitor of Trimona. Both Trimona and

Greek Gods carry a twenty-four ounce size of yogurt. However, Greek Gods has several other varieties of yogurt that Trimona does not have. Greek Gods carries a small six-ounce size of yogurt, which is better suited for on-the-go consumption. They also carry kefir, a lactose-free beverage, and lebni, a type of sour cream. They also carry multiple flavors of the snack-sized yogurt, including fig, honey, and pomegranate, compared to Trimona which only has plain yogurt at this moment. One six-ounce serving of Trimona contains 100 calories and zero grams of fat, whereas a serving of Greek Gods contains eight grams of fat and 160 calo-

ries.

Yoplait Greek is another competitor for Trimona. While Trimona only currently has a plain flavor, Yoplait Greek has an impressive sixteen flavors. Yoplait Greek also has a Greek 100 Calories line, which also contains an impressive seventeen flavor options. These are all only available in six-ounce containers, except Vanilla, which is available in a thirty-two ounce container. A serving of Yoplait Greek yogurt is 5.25 ounces, which contains 140

calories and zero grams of fat.

COMPETITOR ANALYSIS

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Brown Cow Yogurt is another competi-tor for Trimona. Brown Cow also carries several varieties of yogurt. They carry a Non-Fat yogurt line, a Non-GMO 0% Fat Greek variety, and a Cream Top va-riety which preserves the naturally oc-curring sweet cream that used to exist at the top of glass-bottled milk. Within the Cream Top line, there are sub-va-rieties including Smooth & Creamy and Fruit on the Bottom. Each of these varieties includes multiple flavor options such as Maple and Peach, and the Smooth & Creamy variety comes in either six-ounce or thirty-two ounce contain-ers. The Non-Fat variety also comes in the same two varieties, Smooth & Creamy and Fruit on the Bottom. These also come in a variety of flavors such as Vanilla and Blueberry. The Non-Fat line is also available in six or thirty-two ounce containers. The Non-GMO 0% Fat Greek comes in the same two varieties, Smooth & Creamy and Fruit on the Bottom. It also comes in six and thirty-two ounce sizes and multiple flavor varieties. A six-ounce serving of Trimona contains eight grams of fat and 160 calories, whereas a serving of Brown Cow yogurt contains 160 calories and seven grams of fat. The nonfat variety, however, contains 130 calories and zero grams of fat. The Non-GMO 0% Fat variety contains 110

calories and zero grams of fat.

COMPETITOR ANALYSISMaple Hill Creamery is a competitor of Trimona. They are also an organ-ic yogurt made from 100% grass-fed cows. Like Trimona, they do not strain their yogurt, nor do they add colors or preservatives. Maple Hill offers flavors such as lemon, maple, orange crème and vanilla. However, their yogurt is creamline whole milk yogurt, and is unsuitable for individ-uals who are lactose intolerant. 6oz of Maple Hill Creamery Yogurt con-tains 150 calories, 6g of protein and

14g of sugar.

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COMPETITOR ANALYSISChobani, another competitor pro-vides a variety of flavors and types of yogurt. Both Chobani and

Trimona have the 32 oz. and the 6 oz. container

options. Chobani offers fruit on the bottom, blended, simply 100, flip, oat, indulgent, kids and snack cups. Trimona and Chobani both provide the plain yogurt flavor, yet within each of Chobani’s yogurt categories many different flavors are offered as well. Both yogurts are gluten free. Chobani uses non-fat milk from local cows for their yogurt. Chobani is also a big sup-porter of non-GMO fed cows and animal welfare. Both companies believe in supporting healthy cows. Trimona and Chobani only use non-GMO products when creat-ing their yogurts. Both of the final products are pasteurized.

Dannon Oikos is Dannon’s version of greek yogurt, and another one of Trimona’s competitors. During the production of Oikos, Dannon strains their yogurt to concentrate the sol-ids and remove the whey. Trimona, on the other hand, does not strain their yogurt and keeps the whey. Both Dannon and Trimona offer the plain flavor of yogurt, the quart and 6 oz. size. They offer their product in single serve, 4-pack and quart op-tions. Dannon also offers a variety of flavors. When it comes to types of Greek Yogurt they offer non-fat, tra-ditional, and Greek Yogurt dips. They also offer Greek Frozen Yogurt in a pint size. They use non-fat milk and one serving of their yogurt has 15g of protein. Both companies provide a yogurt that is suitable for those who are lactose intolerant.

Fage is currently advertised as the “#1 Yogurt in Greece.” and is another of Trimona’s competitors. In regards to different yogurt types, Fage offers, Fage Total Classic, Total 2%, Total 0%, Total Classic Split Cup, Total 2% Split Cup, Total 0% Split Cup, Fruyo Classic, and Fruyo 0%. Strained. Both Fage and Timona do not add sweet-eners, thickeners, preservative, pow-dered milk, powdered cream or pow-dered protein. Both yogurts are made with all natural ingredients as well. The companies also market the idea of utilizing the yogurts in a number of different recipes that you can make at home. These recipes are advertised on their websites.

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Primary Reseach was done through a Survey created on Google Surveys, gaining over 75 responses.

RESEARCH

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We conducted a fair amount of secondary research to understand the marketplace for Trimona Yogurt. The North America yogurt market is growing due to increased preferences for a healthy diet. According to Hiren M Samani the SEO Executive at Transparency Market Research, the mar-ket for yogurt was at 6.72 billion USD in 2012 and is expected to reach 8.11 bil-lion USD in 2019. Additionally, the market for organic foods is also increasing rap-idly, as it is expected to reach 42 billion

USD in 2014. (source-statista).

RESEARCH II

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This plan has been created to increase awareness, specifically among our target audience and through social media, of the product and its unique beneficial ideology in order to generate higher revenue and reach a wider array of sales locations across the country.

1. We aim to increase traffic for Trimona Yogurt on Social Media. a. To increase likes on Facebook, and followers on Twitter by 50% b. To gain over 500 followers on our newly created Insta gram page.

2. We aim to increase awareness of Trimona Yogurt and educate health-conscious consumers about the unique qualities of the product.

3. We aim to increase the locations around the country where Trimona Yogurt is sold.

4. We ultimately aim to increase the revenue of Trimona Yogurt by 5% in 12 months.

OBJECTIVES

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TARGET AUDIENCE:Due to our focus on creating brand awareness, we have selected our target audience based on those who we believe will popularize Trimona Yogurt. Therefore, the ideal market for reaching this goal are consumers who are particularly health-conscious. Additionally, we believe that families, specifically young mothers, as well as athletes or fitness personnel. These groups of people are constantly looking for products that will benefit their personal lifestyles, and Trimona Yogurt is the perfect find to enhance and continue their healthy habits.

1. HEALTH CONSCIOUS CONSUMERS 2. MOTHERS/PARENTS 3. ATHLETES

Not only do we hope to grab the attention of these specific groups of people, but also vari-ous magazines, newspapers, blogs, and other forms of media. Spreading the word about Trimona Yogurt is our biggest goal and further explanation efforts can be found throughout

the rest of the plan.

One large geographical area of focus is going to be the west coast. At this point, Trimona Yogurt has a much better exposure on the east coast and we feel that creating nationwide

awareness will only serve to help the brand in every aspect.

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TARGET AUDIENCE:

HEALTH CONSCIOUSIn general, the health-conscious de-mographic are those are take an ac-tive interest in their health and lifestyle. These people are surely well aware that what they eat contributes to 80% of their overall health. There is a com-mon misconception of Greek yogurt being the foremost healthy yogurt, however they are well aware this is not always true and are looking for a healthier substitute. Trimona Yogurt’s unique and organic process creates the ideal mixture for our health-con-scious audience. Our goal is to make this audience aware of the product they want but doesn’t know exists.

MOTHERS/ PARENTSThe mothers we are targeting is a good choice for Trimona due to their proactive attitudes about healthy foods. It is their goal to provide their children with the most health-con-scious diet they can possible find in order to keep their children as nutri-tious as possible. Given the fact that they have just undergone a new life-style change, surely they would be open to trying out the latest, most healthy form of yogurt on the market. Trimona Yogurt is also the perfect choice for these mothers because yogurt is one of the first foods that children are able to eat due to its

soft, creamy texture.

ATHLETESThe athletes and fitness personnel in-cludes those people who are active-ly leading a health-conscious lifestyle each day. This most definitely includes their eating habits. This group of people knows that it’s in their best interest to constantly be on the look out for any foods that are going to aid in their pur-suit to eat healthy. Trimona Yogurt is a much healthier alternative to the sugar-filled yogurts that most people are used to eating. If offers them the chance to continue to eat one of the foods they love most, but in a healthier fashion. It is our belief that once they give it a try, they will spread the word to their peers about the up and coming Trimona Yo-

gurt.

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STRATEGIES1. Motivate people to try trimona yogurt Not many people have heard of or tried Trimona Yogurt, and so the first step toward reaching our objectives is to get people to try the delicious and unique Bulgarian product. It is important to inspire the target audi ence to get involved with the product, this includes getting the name out there. Buzz on social media involv ing recipe competitions, as well as offering the product in sample sizes for free at both showcases and popular local events is a great way to introduce people to Trimona Yogurt.

2. Reach out and develop relationships with industry related media and health companies Contacting and maintaining relationships with companies who consumers are interested in healthy products will allow consumers to be introduced to Trimona. Most consumers who are interested in organic and healthy prod ucts would be interested in buying a product like Trimona. By marketing the product in outlets already used by these consumers, awareness will spread and the consumer will be more likely to buy the product. We will be able to use the radio, magazines, newspapers, online website articles and TV appearances to continue to spread aware ness.

3. Enhancing the brand image through social media As an up and coming brand, it is essential that Trimona Yogurt have a strong presence on social media. The society that we live in today has put a strong emphasis on the importance of social media in creating brand awareness. Social Media will give Trimona Yogurt the opportunity to actively advertise their new products as well as upcoming events they will be holding and participating in. It will give consumers an easy resource for product information and interaction. As a growing business, an important element to take into consideration is feedback from customers, which Trimona will be able to receive from their social media platforms.

4. Inform consumers about the culture and process behind trimona yogurt. Another one of our strategies is to inform consumers about the culture behind and the process of producing Trimona Yogurt. One of Trimona’s core competencies is the way in which it is made. Trimona Yogurt is made from 100% grass fed cows, which grows on completely organic land. This ensures that the product is gluten-free, organic and not genetically modified.

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TACTICSSTRATEGY #1: MOTIVATE PEOPLE TO TRY TRIMONA YOGURT

RECIPE COMPETITION

One of Trimona Yogurt’s very unique aspects is that it can actually be used as part of recipes. Other yogurts that Trimona competes against do not have this feature. In order to highlight this aspect of the product and to prompt people to try it, we suggest launching a recipe competi-tion. This would be introduced and advertised through Trimona’s website and social media. The competition would ask yogurt consumers to create new recipes using Trimona and send them in through email or other social media. This would give the consumer the chance to try Trimona and also experiment with the many different ways it can be used. Once the recipe is submitted, it will be posted on Trimona’s social media outlets and website. Then, others can make and try the recipe themselves and vote for their favorites. The top recipes will be fea-tured on Trimona’s website as well as in showcases at Whole Foods and other food events. The recipe with the most votes will win a year of free Trimona yogurt and the chance to tour the factory and try out the new flavors before they become available. With strong social media coverage, we believe that many people will want to participate and contribute to the Trimona yogurt recipe book.

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STRATEGY #1: MOTIVATE PEOPLE TO TRY TRIMONA YOGURT

TACTICSINCREASE SHOWCASES/ FREE SAMPLING

Offering product samples at grocery stores is a great way to spread brand awareness. We encourage Trimona to set up stands with Trimona recipe testers near the yogurt aisle is Whole Foods and Green Star Chains. This will give consumers the opportunity to try the product without a cost, and a chance for the spokesper-son (server) to explain the great things about Trimona. Trimona’s health benefits and versatility truly sell itself

once consumers are aware.Sampling does not strictly have to be done in grocery stores, either. Think of fun places that will create a lot of buzz (college campuses, fitness centers, public places). Sample products that are accustomed to the audience you are sampling to. Ex: at fitness centers a protein packed easy to make smoothie, on college campuses, perhaps an easy chip or vegetable dip. The key is to be creative while connecting with the audi-

ence of samplers. > Start PlanningFirst and foremost consider your customers. Ask yourself what kinds of foods they might be interested in and what level of knowledge they might have about specific foods or dishes. That will help you establish a theme for your demo, ex: “After-school snacks your kids will love,” “Yummy vegetables” or “Quick dinners you can make in 30 minutes or less.” From there, you can choose a dish to feature. > Pay attention to food safetyBe sure that the food you’re serving is safe for most customers to eat. It’s critical to avoid cross-contamination if there are meats or eggs involved, and every ingredient should be kept at the appropriate temperature. (The last thing you want is consumers getting sick from your Trimona!)

Free samples may not seem like a good investment, but inventive, successful sampling can truly spread brand awareness, not to mention the social media buzz it can create!

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TACTICSSTRATEGY #1: MOTIVATE PEOPLE TO TRY TRIMONA YOGURT

TEAM UP WITH LOCAL EVENTSFestivals, markets, and expos are some of the most common attractions for media, and potential consumers to at-tend. Therefore, this is the perfect venue for and up and coming brand to showcase its products. Trimona Yogurt has the opportunity to create brand awareness and inform customers about their company and products. The fol-

lowing events/venues are just a few examples of possibilities we recommend they take advantage of.

#1. 33rd Annual Apple Harvest Festival Date: October 2-4, 2015 Location: Ithaca, NY

With a prominent presence in the city of Ithaca at the lo-cal Green Star stores, the annual Applefest is the perfect event for Trimona to attend and showcase their product. Seeing that it takes place in the heart of one of the most health-conscious, organic cities in the US, Applefest couldn’t be a better choice for Trimona. Rides, games, music, food, performers, and taste-testing are just some of the exciting things that occur each year at Applefest. Potential consumers flock the streets to taste-test and browse local vendors. All ages and demographics come to join in the fun of Applefest, providing a great oppor-tunity for Trimona to directly interact with all three of their target audiences. In addition, it gives them a chance to chat with other vendors and create relationships in order to better understand their competition and the market in general.

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STRATEGY #1: MOTIVATE PEOPLE TO TRY TRIMONA YOGURT

TACTICSTEAM UP WITH LOCAL EVENTS

#2. Green Festival Date: December 13-15, 2015 Location: San Fransisco, California

Since one of our goals for Trimona Yogurt as a whole is to increase the sales, expanding to the west coast is one way of ensuring this will happen. A great way to jumpstart this idea is to become active in festivals and events out on the west coast. One of the biggest and most famous events called the Green Festival occurs in San Fransisco every year. It is the longest-running sustainability and green-living event in the US, providing the perfect marketplace for Trimona’s tar-get audience. This will emphasize Trimona Yogurt’s organic nature. It provides an excellent platform for the companies at the exhibit to connect with potential customers, retailers, and corporations. The goal of the festival is to emphasis the latest green products on the market and aid in increasing their brand awareness, yet again another reason for Trimona

Yogurt to take part in this experience.

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STRATEGY #1: MOTIVATE PEOPLE TO TRY TRIMONA YOGURTTACTICS

#3. Health & Wellness Expo Date: April 2015 Location: Port Jefferson As the home and headquarters of our beloved Trimona Yoogurt, Port Jefferson, NY is another ideal location for the company to showcase its products and make natives aware of the up and coming brand that originated right in their very own hometown. It is our belief that those who hear about Trimona and are ex-posed to its high quality will be proud supporters and want to spread the word about the new health product on the market. Giving locals an education about Trimona Yogurt will spark their interest and urge them to start buying it on a regular basis. The best way to create this brand awareness is to participate in one of Port Jefferson’s very own events, the annual Health and Wellness Expo. This yearly event is focused on bringing the latest and greatest information on health and wellness to attendees. This includes anything and everything from exercise to nutrition, creating the perfect platform for Trimona Yogurt. The target audience at the festival includes everyone from adults to children in the womb, another perfect match for Trimona. Exhibitors come from all over to share information with vendors about health and wellness. With Trmiona’s focus on their pride in the healthy ingredients of the yogurt, it would be wise of them to take part in one of the largest festivals

located in the same city as their headquarters.

TEAM UP WITH LOCAL EVENTS

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STRATEGY #2: REACH OUT AND DEVELOP RELATIONSHIPS WITH INDUSTRY RELATED MEDIA AND HEALTH COMPANIES

TACTICS

RADIO INTERVIEWSWe think it’s important to use the radio to inform consumers about Trimona Yogurt and get the word out about the product. Our focus for radio is on health, food, and organic sources in order to reach our target audience. Some radio’s we suggest are: Sirius XM: Doctor Radio: This radio station is one in which health conscious consumers pay extra for, making these listeners part of our target market in that they have the funds and the interest to afford and enjoy Trimona Yogurt. Sirius XM Doctor Radio receives health and medical information from the NYU Langone Medical Center. Since Trimona Yogurt is so healthy, we believe the station would be thrilled to endorse the product.

Blog Talk Radio: Blog Talk Radio is the largest online talk radio in the world. We believe that getting a spot on this station would generate a great deal of buzz for Trimona Yogurt, one of our primary objec-tives.

Crop to Cuisine (Boulder, Colorado) : Crop to Cuisine Radio, broadcasted out of Boulder, Colorado would be a great way to both expand the brand nationwide as well as encourage consumers to incor-porate Trimona Yogurt into their daily lives. This station focuses on encouraging people to use healthy foods to change their lives for the better. Because Trimona Yogurt is so broad in its range of possible uses, we believe this station would be a great fit!

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RADIO INTERVIEWSThe Beyond Organic Radio Show (San Fran, California): This station was created basically from scratch in a vision to “connect listeners with the pioneers in the environmental movement.” We believe getting on this show, in California, would be incredible to gain prestige for Trimona Yogurt, and would coincide with your own humble and inspiring launch of our product.

Good Food (Santa Monica, California): Good Food Radio, hosted by Evan Klei-man, focuses on cultural foods with a “taste of life, culture and the human species.” We believe this is a tremendous opportunity to expose Bulgarian Yogurt, and inspire a sense of pride in Trimona.

An Organic Conversation (Oakland, California): An Organic Con-versation Radio Show has been described as “a weekly inspiration for anyone who eats.” They focus on building healthy meals and a healthy lifestyle. This is one of the leading organic foods radio across the nation, and would contribute in a very positive way to getting the word out about Trimona Yogurt and all of its unique benefits.

TACTICSSTRATEGY #2: REACH OUT AND DEVELOP RELATIONSHIPS WITH INDUSTRY

RELATED MEDIA AND HEALTH COMPANIES

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STRATEGY #2: REACH OUT AND DEVELOP RELATIONSHIPS WITH INDUSTRY RELATED MEDIA AND HEALTH COMPANIES

TACTICS

MAGAZINE, NEWSPAPER, WEBSITE ARTICLETrimona should be advertised in a location that their prospective consumers will be able to notice it. By putting advertisements within magazines, newspapers and website articles, a source the consumer already trusts for reliable information, they will be much more likely to try the products. A constant advertisement in health maga-zine like Women’s Health would allow one of Trimona’s target markets to be directly introduced to the product. A list of possible magazines that would provide Trimona with their most likely consumers:> Women’s Health> Natural Health> Fitness magazine> Men’s Fitness Possible websites where articles could be published explain the benefits of Trimona: > Heath.com> Well and Good> Huffington Post A possible to reach a high number of consumers that do not purchase health magazines or visit health websites would be to get published in the health section of a newspaper. Some possible examples would be:

> New York Times: Health News

> Ithaca Times> Los Angeles Times: Health

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TACTICSSTRATEGY #3: ENHANCE SOCIAL MEDIA PRESENCE

As an up and coming brand, it is essential that Trimona Yogurt have a strong presence on social media. The soci-ety that we live in today has put a strong emphasis on the importance of social media in creating brand awareness. Social Media will give Trimona Yogurt the opportunity to actively advertise their new products as well as upcoming events they will be holding and participating in. It will give consumers an easy resource for product information and interaction. As a growing business, an important element to take into consideration is feedback from customers, which Trimona will be able to receive from their social media platforms.

1. ADVERTISE INTERN POSITION IN LOCAL COLLEGES- ITHACA & CORNELL In order to successfully revamp social media we suggest creating an internship program through Ithaca or

Cornell

Because social media, the website, and hosting events are so important to getting the Trimona name out there in terms of brand awareness, having interns to help manage the load would be very helpful. We suggest hiring three interns, each one designated for either social media, website management/design, and events. There are a few ways to hire interns at a low cost. One of which would be hiring the interns and paying them minimum wage for only a few hours per week, which is all that would be necessary. Another idea we highly recommend would be to communicate with colleges (i.e. -

Cornell or Ithaca) and hire interns as a part of credit opportunities for students. This allows for students to receive internship/fieldwork credits outside of campus (necessary for many majors), without costing anything to you. We believe that hiring young interns, with awareness for the internet and the market, would be very beneficial for Trimona. To advertise an internship position to Ithaca College Park School of Communications students, contact Dennis Charsky at dcharsky@ithaca.edu or Scott Hamula at shamula@ithaca.edu.

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TACTICSSTRATEGY #3: ENHANCE SOCIAL MEDIA PRESENCE

The current Trimona Yogurt offers a lot of helpful information about the product and why it is so healthy and beneficial. However, having the right information included in a website is only part of creating a strong website for a company. We decided that revamping the Trimona Yo-gurt website to make it more visually appealing would help to enhance the brand image and bring in more customers. In recreating the website, we used Wix.com and used the information from the current website to build it. We also added an online store feature so that customers who are not near a store that offers the product can still purchase it. More screenshots of the

new website can be seen in the Appendix.

2. REVAMP WEBSITE

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TACTICSSTRATEGY #3: ENHANCE SOCIAL MEDIA PRESENCE

3. FACEBOOKAlthough Trimona Yogurt does already have a presence in the Facebook world, our goal is to enhance it and take it to the next level. With 838 likes as of December 2014, we would like to see that num-ber increase. After taking a look at their page, we observed that many of their posts non-interactive; meaning, there are posts being made on a fairly frequent basis, but very little comments or likes. We would also like to give them some tips and ideas that will make their posts seem more methodical and frequent so that they can grow their relationship with consumers via Facebook. Some of these examples can be found in Appendix D1.

4. TWITTERWhile Twitter should be linked to Facebook accounts, it should also have its own messages that it’s trying to convey. One way to do this is to follow more industry-related twitter pages such as other organic foods, yogurt brands, and Bulgarian food companies in order to really portray Trimona’s vision through their Twitter page. As of December 2014, the Trimona page only follows 347 other pages and has only 102 followers. Our goal is to increase these numbers, much like the Facebook page. One way to do this is by retweeting posts that similar companies make. This will create a network of simi-lar Twitter pages in order to understand what’s going on in the industry. The followings and retweets will also lead to more followers and help current followers to understand the brand more. One other element of Twitter that is very useful in creating brand awareness is hashtags. Scrolling through the Twitter page, we’ve noticed that many of the hashtags are simply #Trimona of #yogurt. This doesn’t necessarily give consumers an idea of what message you’re trying to get across if they don’t know what the brand is already. Therefore, we’ve provided a few potential hashtags in the Appendix (D2) section that can be used frequently. In addition, revamping and enhancing the Twitter page will certainly appeal to our target audiences, as many of them are younger and impressionable age groups. Many young moms, for example, have Twitter accounts and surely follow companies and brands that appeal to them. Once again, this will only aid in the increase of brand awareness.

The design of the Facebook and Twitter pages should be consistent and display relatively the same image. Therefore, we have redesigned both of these pages, which can be found the Appendix.

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TACTICSSTRATEGY #3: ENHANCE SOCIAL MEDIA PRESENCE

5. INSTAGRAMDue to the fact that Trimona Yogurt is a product-based company, we believe that posting pictures via social media will be one of the most useful tactics in order to create brand awareness. The pictures will surely capture the attention of the target audience and keep them interested in what is going on in the company. Instagram is the perfect outlet for this purpose. Trimona can also post fun captions fro each picture with further information as well as release dates or event times. Hashtags are also popular on Instagram, so the hashtags that we created for Twitter can be utilized on Instagram as well to maintain consistency and brand image. We have created a mock Instagram account to allow the client to see what the page would look like and how it would function as a useful tactic. The mock up page can be found in the Appendix. 6. PINTERESTThe last social media outlet we’ve chosen to use in this campaign is Pinterest. Nowadays, many companies are creating Pinterest pages to pin different products and ideas that accurately represent their brand. Promoting their Pinterest page we have created will give Trimona the opportunity to showcase their message to the target audience through a very popular social media outlet. This is also a great website for consumers to interact with Trimona. Pinterest gives you the ability to “pin” images to your own “boards” and explore the boards of other accounts. In essence, it works much like a virtual bulletin board that is open to anyone. This will allow Trimona Yogurt to showcase their entire brand to anyone who wants access, creating an even bigger brand following. The idea then is that, once the page starts to become popular, recipes can be posted and our target audience will begin to share the ideas they see on the Pinterest page with friends. An example of the Pinterest page can be found in the Appendix.

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TIPS FOR SOCIAL MEDIA1. POST PICTURE OFTEN- CONSUMERS WANT TO ACTUALLY SEE THE PRODUCT YOU ARE TALKING ABOUT!

2. FOLLOW AND FRIEND SIMILAR COMPANIES AND BRANDS TO CREATE A LARGER NETWORK.

3. RETWEET AND SHARE POSTS OF OTHER BRANDS OFTEN. THIS WILL GIVE CONSUMERS A BETTER IDEA OF YOUR BRAND IM AGE.

4. TWEET AND POST ON A REGULAR BASIS TO KEEP BRAND IM AGE CONSISTENT AND INTERACT WITH FOLLOWERS USING FOLLOW COMMENTS, RETWEETS AND REPLIES.

5. USE HASHTAGS IN ORDER TO PROMOTE NEW PRODUCTS, EVENTS, AND GRAB FOLLOWER’S ATTENTION

STRATEGY #3: ENHANCE SOCIAL MEDIA PRESENCE

TACTICS

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STRATEGY #4: INFORM CONSUMERS ABOUT THE CULTURE AND PROCESS BEHIND TRIMONA YOGURT.

Another one of our strategies is to inform consumers about the culture behind and the process of pro-ducing Trimona Yogurt. One of Trimona’s core competencies is the way in which it is made. Trimona Yogurt is made from 100% grass fed cows, which grows on completely organic land. This ensures that the product is gluten-free, organic and not genetically modified. It is also not strained, so as not to eliminate any of the healthy live cultures. Because the remaining product is so full of live cultures, it has an extremely long shelf life of eleven weeks. The diary used coming from grass-fed cows also ensures it is full of healthy omega-3 fatty acids. Many people are also unaware that Bulgaria is one of the origi-nal producers of yogurt. This is where the main live culture in yogurt, Lactobacillus bulgaricus comes from. This yogurt is always made in traditional ways with grass-fed cows, just as Trimona Yogurt is.

TACTICS

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TACTICS

1. BULGARIAN APPRECIATION MONTH In order to inform people about the various benefits of Trimona Yogurt, we suggest making a Bulgarian Ap-preciation month, where you could take to social media to educate people about the benefits of Bulgarian yogurt, and also some facts about the history. Various tweets could mention how Trimona lasts about eleven weeks on the shelf, or different recipes to utilize Trimona Yogurt in. During this month, Trimona could also have demonstrations at various colleges or grocery stores to educate people about Bulgarian yogurt and possibly allow customers to taste-test some of Trimona’s yogurt.

2. Reveal Countdown on Social Media.. + ContestTrimona has plans to introduce flavored yogurt varieties within the next few years. When this occurs, Tri-mona could implement a countdown on social media to anticipate the release and involve consumers in the reveal. This could also include a contest of guessing which flavors might be released, in which the winners could receive free Trimona Yogurt for a period of time. > Based on the survey question regarding why people choose to eat yogurt, we found that most people like yogurt based on its taste, the second reason is because it’s healthy, only 13% on brand preference.

> A feedback card/ website submission could would be very beneficial for Trimona. Since we con ducted a survey on peoples’ opinions of yogurt and found that one of the main things consumers look for in their yogurt is taste, we think a feedback card could be very advantageous. It could help Trimona establish flavors that would be more desirable to customers.

STRATEGY #4: INFORM CONSUMERS ABOUT THE CULTURE AND PROCESS BEHIND TRIMONA YOGURT.

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BUDGETINTERN ($5,760) (PRICE OPTIONAL IF HIRE FOR CREDIT) > 3 Interns 1. Social Media 2. Website Design 3. Events> $8 per hour> 5 hours per week[No interns May, August and December]

MAGAZINE ADS ($500) TRANSPORTATION ($1000) PRODUCT SAMPLING ($500)> Use for events, collegiate sampling and grocery store sampling

RECIPE CONTEST ($224) Award: 1 year of yogurt Ads ($200)

EVENTS (~$650 EACH) ($1,950)> Table (~$300)> Tent (~$150) > Cooler (~$100) > Other supplies (~$100)

SOCIAL MEDIA ($1,000)> Twitter ads ($500)> Facebook ads ($500)

WEBSITE (ECOMMERCE ACCOUNT $16.17/MONTH $194.04/YEAR)Price Includes:> Get a domain name> Ad voucher> 2 Premium Apps > 20GB of storage> Shopping cart> Google Analytics

[SEE BUDGET GRAPHIC IN APPENDIX D3]

TOTAL: $11,328.04

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EVALUATION1 - SOCIAL MEDIA ATTENTION Track the number of “likes” on Facebook, followers on Twitter and Instagram, and “likes” and “repins” on Pinterest.

2-TRAFFIC ON WEBSITE Track the number of views, and the length of time people are viewing the website to see if the audience is engaging with the product.

3-INCREASE IN SALES Measure the sales before and after tactics have been implemented. This can be done periodically throughout the timetable.

4-BUZZ GENERATED Measure each time Trimona is mentioned or makes an appearance either online, on the radio, in magazines, or on TV networks.

5- UTILIZE FEEDBACK CARDS Take the time to look through feedback cards after you host events to see how people are reacting to the product, how they heard about it, and how they plan to interact with Trimona in the future.

6- SALES LOCATIONS Measure the number of Sales Locations around the country before and after the tactics

have been implemented.

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APPENDICES CONTENTS

> DIAGRAM 1: FACEBOOK > DIAGRAM 2: TWITTER> DIAGRAM 3: INSTAGRAM> DIAGRAM 4: WEBSITE> DIAGRAM 5: WEBSITE> DIAGRAM 6: WEBSITE> DIAGRAM 7: WEBSITE> DIAGRAM 8: BUDGET> DIAGRAM 9: TIME TABLE

The Appendices is a collection of graphics and images that are relevant to this public relations proposal. We hope you find this information usefull, if not please contact us.

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<< ORIGINAL

UPDATED >>

DIAGRAM 1: FACEBOOK

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<< ORIGINAL

UPDATED >>

DIAGRAM 4: TWITTER

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DIAGRAM 3: INSTAGRAM

41

DIAGRAM 4: WEBSITE

<< ORIGINAL

UPDATED >>

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DIAGRAM 5: WEBSITE

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DIAGRAM 6: WEBSITE

44

DIAGRAM 7: WEBSITE

45

DIAGRAM 8: BUDGET

46

DIAGRAM 8: TIME TABLE